Hougu Coffee and Jilin Marathon have pioneered the benchmark paradigm of "coffee+sports" in China, and "watching the marathon and drinking Hougu" has become a dual consensus that resonates with the passion of running circles and is widely recognized by the consumer market.
In 2026, the glory of the competition will be upgraded to the elite emblem of the World Association of Athletics Federations, and its strength will reach new heights;
Hougu Coffee, with 43 years of craftsmanship and a more profound brand accumulation, once again rushes to the banks of the Songhua River, joining hands with the vibrant city of Jiangcheng, and embarking on this highly anticipated running contract, allowing the aroma of Chinese coffee to collide with the passion of the racetrack once again!
43 Years of Deep Cultivation and Craftsmanship: A Chinese Coffee Marathon Across Mountains and Seas
The track is driven by endurance, and the brand is driven by perseverance.
Marathon is not an instant sprint, but an ultimate test of endurance.
This pursuit of stability and long-term success is a vivid reflection of Hougu Coffee's 43 years of deep cultivation in the industry.
When the industry still relied heavily on imported raw materials, Hougu was the first to break the path dependence, and its products were exported to more than 50 countries and regions around the world, becoming one of the few national brands that could export the "Coffee China Standard" to the world, rewriting the stereotype of Chinese coffee in the international market with its hard power.
From a 6-acre coffee plantation to a global layout, Hougu Coffee has built its strength through perseverance and completed a long run of Chinese coffee.
Just as runners measure 42.195 kilometers of track with their feet, Hougu has broken through the rise of a Chinese coffee brand in 43 years.
Building a solid foundation through industrial upgrading and shouldering national responsibilities, heading to distant places – Hougu Coffee makes a resounding voice to the world!
In 2025, Hougu will use sports as a medium to establish a warm connection with the public, which is a brilliant beginning of the exploration path;
In 2026, once again naming Jilin Marathon is a clear posture of national brands carrying confidence and conveying confidence to the market and the world.
As the chairman unit of the Asian Coffee Association, Hougu has always taken industry responsibility and made every effort to promote the increase of Asian coffee's discourse power in the global market.
This is a much longer perseverance and game than a marathon, with the core goal never changing: to make the world drink good Chinese coffee and to ensure that Chinese coffee firmly stands at the world's home ground.
This patriotic sentiment rooted in China and looking to the world resonates deeply with the marathon spirit.
The essence of a marathon lies not in the momentary sprint at the start, but in the persistent perseverance along the way, the persistent progress in adversity, and the calm blooming when crossing the line.
The 43 year journey of craftsmanship in Hougu is a vivid epitome of Chinese manufacturing and Chinese brands' transition from "following the trend" to "running together" and ultimately achieving "leading" and leading the way. Every step is engraved with the resilience and confidence of Chinese coffee.
Craftsmanship to brew a cup of excellent Chinese coffee, paying tribute to every enduring passion
Every step we persist in counts "- this is Hougu's heartfelt tribute to all runners, and also a resounding response from Chinese national brands to the world!
On May 31st, at People's Square in Jilin City, as the starting gun pierced the sky, Hougu Coffee stood shoulder to shoulder with the passion of 30000 runners: running through the refreshing morning breeze by the Songhua River, running through every step of 43 years of craftsmanship and perseverance!
To run towards love, to persevere towards glory, and to jointly rush towards the brilliant moments that belong to Chinese coffee and every pursuer of light!
Liaoning ICP Security No. 21122402000217